THE ROLE OF GLOBAL ART PROJECTS IN SHAPING STABLE TOURIST FLOWS

Purpose. To analyse the role of global art projects in stimulating tourist flows, as well as to assess the economic, cultural and social impact of global art projects on tourism development and related areas. Particular attention is paid to how global art exhibitions, biennials and public art installations influence the formation of attractive tourist destinations, contribute to the development of 'art tourism' and what is the potential of such projects for the sustainable development of local communities. Method. The analysis of domestic and international sources allows us to identify trends in the field of cultural tourism and art projects of various scales; the comparative approach makes it possible to identify common features and peculiarities that stimulate the tourist attractiveness of international art projects in different countries; the findings have become the basis for identifying critical factors for the success of such initiatives in tourism and their importance for the sustainable development of destinations and local communities. Results. The article reveals a pattern of increasing the role of art projects in tourism. According to research by international organisations and scholars, the general trend in cultural tourism is to seek a 'unique experience'. Large-scale exhibitions, biennials, and museum initiatives can attract tourists looking for new experiences. Global art initiatives such as the Venice Biennale (Italy), Art Basel (Switzerland), Documenta (Germany), etc. are becoming important 'points of attraction' in the cultural calendar, creating the preconditions for boosting international tourism and sustainable development of destinations. Scientific novelty. The role of art events in the formation of tourist flows is studied, it is found that a developed infrastructure, information promotion and involvement of local communities and state administrations are key components of the effectiveness of art projects in tourism. The author proposes to clarify the definition of art tourism as a unique type of cultural tourism that focuses on the interaction of tourists with contemporary art projects and art communities. Practical relevance. The results of the study can be used in the development of municipal or regional cultural and tourism development programmes that require synergy to attract investors, build a positive international image and create a sustainable cultural environment. It is noted that close cooperation with local artists, government institutions and commercial partners can significantly increase the tourism potential of art events.